Cross-border cooperation and entertainment marketing become a new business model for video websites
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Traditional enterprises are inevitably aging in the process of brand building, so adding vitality and fashion sense is what traditional enterprises need to do now. In the current era of the Internet, many traditional enterprises choose to insert advertisements in movies, TV series, variety shows, etc., to stimulate consumers' desire to buy brands and deep memory in the form of entertainment. Video websites that "spend money" have become the best choice, and both parties can be said to get what they need. Traditional enterprises have joined variety shows In fact, entertainment marketing had already begun when most consumers were still sitting in front of their TVs, watching the popular programs on major satellite TV stations. As early as 2005, Hunan Satellite TV's popular talent show "Super Girl" received a sponsorship of 14 million from Mengniu, and the show also rewarded Mengniu with a good sales result of 2.5 billion for its new yogurt. Six years later, this entertainment marketing "fire" is getting more and more popular. In 2011, Jiaduobao paid 60 million yuan for the title sponsorship of "The Voice of China", and then defeated another competitor, Langjiu Group, with a high price of 200 million yuan, and successfully won the exclusive title sponsorship of the second season of "The Voice of China". Jiaduobao has also tasted the sweetness of entertainment marketing. A relevant person in charge of Jiaduobao said that with the help of the hot effect of "The Voice of China", Jiaduobao achieved considerable sales in the market during the peak season of herbal tea sales, and completed the annual sales target in September 2012. Therefore, for the third season of "The Voice of China", Jiaduobao still did not miss the opportunity and sponsored the program for the third time. Following "Where Are We Going, Dad?" and "China's Got Talent," Si Nian Food has become the exclusive sponsor of Dragon TV's first domestic comedy reality show, "Swordsman." Entertainment marketing will expand from point to surface From 2005 to 2013, entertainment marketing was traditionally conducted by enterprises targeting individual variety shows. After Sohu Video teamed up with Jeanswest to create the Jeanswest Sohu Video Entertainment Report in 2014, the target of entertainment marketing has become video websites. If a variety show is a point, then video websites can be considered as a surface. In other words, entertainment marketing is changing from point to surface. This change is related to the current efforts of video websites to produce their own dramas and reality shows. LeTV, Sohu Video, Youku Tudou and other video websites are launching their own dramas with their own characteristics, and traditional enterprises are also looking for partners that are consistent with their own brand characteristics. Sohu Video's audience has always been fashionable, young and energetic, which coincides with Jeanswest's users and is the basis for cross-border cooperation between the two parties. Jeanswest reached an in-depth cooperation with Sohu Video in 2014 and launched a series of brand placement and cooperation around the self-made entertainment variety show "Jeanswest Sohu Video Entertainment Broadcast". For video websites, high bandwidth fees and content copyright fees mean that they are "spending money", so corporate investment and sponsorship are the best. Sohu Video will also create a TV-standard online drama for the first time, which will increase costs. Yang Xun, chairman of Jeanswest International (Hong Kong) Co., Ltd., said that Sohu will increase investment in self-produced dramas and overseas dramas. The entertainment marketing model allows investors to promote their own brands while also alleviating the financial pressure on video websites. The entertainment economy is gradually becoming mainstream. According to PricewaterhouseCoopers' forecast, global entertainment and media industry spending will reach $192.5 billion by 2016, and China's average annual compound growth rate from 2012 to 2016 will reach 12%. The output value of the global entertainment and media industry will reach $1.9 trillion, and with the recovery of the global economy, the annual compound growth rate will reach 5.7%. Sohu Video's entertainment model is highly recognized by the industry and advertisers. According to Sohu's financial report, the annual revenue of its video business increased by more than 100% in 2013. In the future, the entertainment marketing model may become a new business model for video websites. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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